RAB Launches Brand Conversation Guide For Marketers

The RAB has launched a special ‘brand conversation’ book for marketers in an effort to highlight the power of radio advertising in creating a dialogue with consumers and helping to build brand awareness.

The radio advertising body claims that social and cultural changes are forcing brand marketing to evolve, with the new brand-to-customer process being characterised as a dialogue or a conversation.

The RAB’s new book, Understanding radio, the brand conversation medium, examines how radio can help brands evolve within this emerging marketing context. It looks at the factors driving the new trend, as well as the media and creative implications of the brand conversation theme for radio advertising.

The launch of the book is being supported by a multi-media marketing campaign, including roadshows at media and creative agencies, designed to help promote radio as the brand conversation medium.

Mark Barber, planning director at the RAB, said: “If the brand conversation theme challenges people to look beyond crosses in boxes on the media plan and to think of radio as an opportunity for building their brands, then it will have been a success.”

Commenting on radio’s value within the emerging brand conversation theme, Eliot Moss, client services director at Leo Burnett, added: “Dialogue is more interesting than monologue; radio allows brands to have a dialogue with consumers.”

Commercial radio continues to lead the way out of the advertising downturn and the latest figures show that the sector saw revenue increase by 7.5% year on year during the first quarter of 2004 to more than £150 million (see Commercial Radio Continues To See Revenue Rise).

RAB: 020 7306 2500 www.rab.co.uk

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